In an interesting twist on the Chips collapse, ORB Drive vendor Castlewood has opted to focus its supply-chain on a series of State-based distributors rather than a national player.
Castlewood announced its official distributor line up last week and confirmed it was still looking for distribution partners in Queensland, Victoria and the ACT.
Castlewood's ORB Drives were previously sub-distributed through Chips to representatives in particular States and, according to Meyer Mussry, Castlewood regional manager for Australia/New Zealand, all were given the option of becoming distributors for the product.
"Our decision to go with smaller regional distributors is partially based on our experience with Chips," Mussry said. "We basically gave [Chips] the product on a platter and then they changed their approach and became basically a fulfillment house."
Mussry told ARN he found himself responsible for the lion's share of Castlewood's channel marketing and promotion.
"I have tended to shy away from the larger disties because I didn't want to be a number, and they carry competing products so their push behind the ORB Drives would be less than satisfactory."
Mussry is now looking at working with the channel in order to build up the high-capacity ORB Drive markets in verticals such as education and government.
"ORB Drives are the fastest and highest capacity removable storage product on the market, so we are really looking at markets such as video editing," Mussry said. "There is a lot of money to be made for resellers who put the effort into the product."
Castlewood's distie line-up now includes Zeus Technology in WA, JAGate in SA, and Wholesale Technology, Pioneer Computers and Oxygen Technology in NSW.